New Delhi: Jos Alukkas, a jewellery house with a legacy spanning over six decades, has announced actor Dulquer Salmaan as its brand ambassador. The association brings together a brand rooted in craftsmanship and innovation with one of South India’s most celebrated actors, whose appeal cuts across languages, generations and cultures.
Over the years, Dulquer Salmaan has emerged as a distinctive presence in Indian cinema, working seamlessly across Malayalam, Tamil, Telugu, Kannada and Hindi films. His contemporary South Indian sensibility—defined by refinement, individuality and quiet confidence—mirrors the values Jos Alukkas has upheld throughout its journey. Beyond films, his passion for automobiles and creative pursuits reflects a deeper appreciation for craft, detail and intent, resonating strongly with the brand’s philosophy.
As brand ambassador, Dulquer Salmaan will feature across Jos Alukkas’ upcoming campaigns, supporting narratives that position jewellery as an expression of personal style, emotion and continuity.
Commenting on the association, Varghese Alukkas, Managing Director, Jos Alukkas, said, “At Jos Alukkas, our growth has always been anchored in raising standards and earning trust the right way. Our early adoption of 916 BIS hallmarked gold, well before it became an industry norm, reflected that approach. Dulquer Salmaan’s journey shows a similar clarity in choices and an attention to detail that aligns with how we have built the brand over time.”
Paul Alukkas, Managing Director, Jos Alukkas, added, “This association comes at a time when we are expanding our presence and speaking to a wider, more contemporary audience. Dulquer connects naturally across age groups and regions, much like our own customer base. His presence strengthens our ability to stay relevant while remaining true to the trust families place in us.”
John Alukkas, Managing Director, Jos Alukkas, said, “There is a certain ease and refinement in how Dulquer carries himself, both on screen and beyond. That understated confidence aligns well with the direction Jos Alukkas is taking today, where design, craftsmanship and emotion are allowed to speak for themselves.”
Sharing his thoughts, actor and brand ambassador Dulquer Salmaan said, “Jos Alukkas is a brand I have grown up seeing and admiring. It understands the role jewellery plays in family moments and personal milestones. What makes this association meaningful for me is the way the brand respects tradition while continuing to evolve with changing tastes and lifestyles.”
